Behavioral targeting system that generates user profiles for target objectives

ABSTRACT

A behavioral targeting system determines user profiles from online activity. The system includes a plurality of models that define parameters for determining a user profile score. Event information, which comprises on-line activity of the user, is received at an entity. To generate a user profile score, a model is selected. The model comprises recency, intensity and frequency dimension parameters. The behavioral targeting system generates a user profile score for a target objective, such as brand advertising or direct response advertising. The parameters from the model are applied to generate the user profile score in a category. The behavioral targeting system has application for use in ad serving to on-line users.

BACKGROUND OF THE INVENTION

1. Field of the Invention

The present invention is directed toward the field of behavioraltargeting, and more particularly toward an online behavioral targetingsystem.

2. Art Background

The Internet provides a mechanism for merchants to offer a vast amountof products and services to consumers. Internet portals provide users anentrance and guide into the vast resources of the Internet. Typically,an Internet portal provides a range of search, email, news, shopping,chat, maps, finance, entertainment, and other Internet services andcontent. Yahoo, the assignee of the present invention, is an example ofsuch an Internet portal.

When a user visits certain locations on the Internet (e.g., web sites),including an Internet portal, the user enters information in the form ofonline activity. This information may be recorded and analyzed todetermine behavioral patterns and interests of the user. In turn, thesebehavioral patterns and interests may be used to target the user toprovide a more meaningful and rich experience on the Internet, such asan Internet portal site. For example, if interests in certain productsand services of the user are determined, advertisements, pertaining tothose products and services, may be served to the user. A behaviortargeting system that serves advertisements benefits both theadvertiser, who provides their message to a target audience, and a userthat receives advertisements in areas of interest to the user.

SUMMARY OF THE INVENTION

A behavioral targeting system determines user behavior from onlineactivity. The system stores at least one model. A model contains aplurality of parameters for determining a user score for a targetobjective. The system receives event information from at least oneevent. In general, the event comprises on-line activity between the userand the entity. A user profile is generated using the model and theevent information to predict user propensity for success in the targetobjective.

In one embodiment, a target objective comprises a marketing objective,such as brand awareness and direct response advertising. A directresponse advertising model may be optimized for user acquisition, userretention, engagement and monetization.

BRIEF DESCRIPTION OF THE DRAWINGS

FIG. 1 is a block diagram illustrating a generalized behavioraltargeting system.

FIG. 2 illustrates a marketing funnel that identifies marketingobjectives.

FIG. 3 is a block diagram illustrating one embodiment for a generalizedbehavioral targeting system.

FIG. 4 is a block diagram illustrating one embodiment for the behavioraltargeting system of the present invention.

FIG. 5 is a flow diagram illustrating one embodiment for the generalizedbehavioral targeting system of the present invention.

FIG. 6 is a block diagram illustrating on embodiment of eventcategorization for the behavioral targeting system.

FIG. 7 is a flow chart illustrating a method to facilitate automaticcategorization of events in a network, according to one embodiment ofthe invention.

FIG. 8 is a block diagram illustrating one embodiment for servingadvertisements using a behavioral targeting system.

FIG. 9 is a block diagram illustrating one embodiment for dimensionprocessing in the behavioral targeting system.

FIG. 10 is a flow diagram illustrating one embodiment for generating along-term direct response user interest score.

FIG. 11 is a flow diagram illustrating one embodiment for generating ashort-term direct response user interest score.

FIG. 12 is a block diagram illustrating one embodiment for a behavioraltargeting system that generates long-term and short-term user interestscores.

FIG. 13 illustrates a graph that shows CTR scores as a function ofdirect response scores based on statistical data aggregated from aplurality of users.

FIG. 14 illustrates one embodiment of a network environment foroperation of the behavioral targeting system of the present invention.

FIG. 15 shows a conceptual diagram of a behavioral targeting system.

DETAILED DESCRIPTION

Behavioral Targeting System Overview:

A behavioral targeting system has application to identify interests andbehavior of online users for one or more target objectives. FIG. 1 is ablock diagram illustrating a generalized behavioral targeting system100. In general, the behavior targeting system 100 profiles interestsand behavior of Internet users based on the user's online activities. Asshown in FIG. 1, user input (110) is captured by behavioral targetingprocessing (120). In one embodiment, user input comprises one or more“events.” As described more fully below, an event is a type of actioninitiated by the user (e.g., user clicks on a banner advertisement). Asdiagrammatically shown in FIG. 1, behavioral targeting processing (120)generates a plurality of user profiles specific for a target objective.In general, a user behavioral profile predicts user success for aparticular target objective. For example, a user behavioral profile maypredict a user's propensity to respond to a direct marketingadvertisement campaign. In one embodiment, the user behavioral profileis expressed in a per category basis. For example, the user profileoutput may indicate that the user is a good candidate for the objectiveregarding the topic, “finance”, and a poor candidate for the objectiveregarding the topic, “music.”

The behavioral targeting processing 120 generates user behavioralprofiles for various target objectives. In one embodiment shown in FIG.1, the behavioral targeting system 100 outputs user behavioral profilesfor direct response advertising (130), brand awareness advertising(150), purchase intention activities (180) and intra-company businessunit marketing. In one embodiment, the behavioral targeting processing120 generates user interest profiles for marketing objectives.

FIG. 2 illustrates a marketing funnel that identifies marketingobjectives. At the top of the funnel, an advertiser may desire toacquire brand awareness for the advertiser's brand. Typically, for thistype of marketing, the advertiser's goals are to promote a brand for aproduct by associating one or more positive images with the brand. Thismarketing objective is illustrated in FIG. 1 as brand advertising (150).In a second stage of the funnel, a user may desire to gather informationfor product consideration. To address this cycle of purchasers,advertisers may use direct response advertisements. There may be manydifferent objectives associated with direct response advertising,including acquisition, retention, engagement, and monetization. The goalof acquisition is to get consumers to become a customer or visitor ofthe product/service. The goal of retention is to maintain existingcustomers or visitors (e.g., visitor of a Web site). The goal associatedwith engagement is to elicit more activity in existing customers. Thegoal for monetization is to increase profitability of the customer viaactive purchase activities, such as cross-selling, as well as passiveactivities, such as consuming banner ads.

In direct response advertising, the overall goal is to elicit an actionor response from a customer. The behavioral targeting system of thepresent invention provides user profile data for direct responseadvertising (130). For example, an advertisement displayed on a web pagethat includes a link for the user to “click” is an example of a directresponse advertisement. The last, and most focused part of the funnel,is the customer cycle of purchase intention. In this stage, the user isactively shopping, and intends to make a purchase. The behavioraltargeting system of the present invention has application to provideuser profile data for purchase intenders applications (180).

FIG. 1 also depicts an intra-company business unit marketing applicationas a marketing or target objective. For example, an Internet company maydesire to attract users to a Web site or portal. The behavioraltargeting processing may generate user profiles to acquire users to theInternet portal. For example, users from one business unit of the portalmay be targeted to acquire users in a different business unit area basedon the user's profile. Similarly, the user profiles may be generated forthe target objective of engaging users to visit the Internet portal orWeb site more frequently. Furthermore, the behavioral targetingprocessing may generate user profiles to retain users that havepreviously visited the Internet portal or Web site.

The marketing goals and objectives elicit user profile data tofacilitate advertisers and marketers. The behavioral targeting system ofthe present invention also has application to provide user profileinformation to facilitate a user's online experience. In general, thegoal is to match the right content to the right user at the right time(i.e., stimulus). For example, the behavioral targeting system maygenerate user profiles for personalization applications. In general, apersonalization application uses the behavioral targeting information tocustomize a web page or web site experience for a user. For example, anInternet portal may display categories of products and servicesavailable. The Internet portal may customize one or more views ofinterest based on the user profile information. In another embodiment,behavioral targeting information may be used to determine contentsubject matter for user consumption. For example, after determining thecontent desired by the user, links to such content may be displayed onan Internet portal to permit the user to access the content.

A side bar application, displayed on the user's computer, provides linksto the user's key destinations without requiring the user to launch abrowser. In another embodiment for a personalization application,behavioral targeting information is used to select links so as tocustomize a side bar application. The target objective forpersonalization applications may be to maximize the user experience(i.e., user centric target objective) or to maximize a marketer'sobjective to deliver content to the users.

The architecture of the behavioral targeting system of the presentinvention provides a framework to operate as a generalized behavioraltargeting system. The models contain meta-data and rules to customizethe processing of event information. Thus, by selecting different modeland rules, a different program flow or execution, specified by themeta-data, is realized. The architecture of the behavioral targetingsystem of the present invention is extensible. If new model and rulesare created (e.g., new data and meta-data), then the new model and rulesare plugged into the general architecture to provide new functionalityand flow to the behavioral targeting system. Thus, the system may bemodified to support new models as well as process new event types.

The general framework may be configured to generate one or more outputsfrom the same or a subset of the inputs. For example, the behavioraltargeting system may be configured to generate multiple outputs fordifferent user or target (e.g., marketing) objectives. The behavioraltargeting system of the present invention uses different modelsdepending on the objective of the system. Thus, a single behavioraltargeting system may be implemented to support various objectives,including those applications identify above and shown in FIG. 1.

FIG. 3 is a block diagram illustrating one embodiment for a generalizedbehavioral targeting system. The generalized behavioral targeting systemgenerates user scores for one or more objectives. To this end, model &rules 340 store a plurality of models for different marketing and userobjectives. In operation, user behavioral information is input tobehavioral processing 310. Also, one or more user/marketing objectivesare input to model & rules 340 to select one or more models. In turn,one or more models from model & rules 340 are input to behavioralprocessing 310. Behavioral processing 310 uses the model & rulesselected to generate user scores. Specifically, a user score isgenerated for one or more user/marketing objectives.

In one embodiment, the user behavioral scores or profiles may be usedfor reporting. For this embodiment, the system processes the inputs intouser profiles. Then, marketers determine how to most effectively use theprofiles: targeting content/search results, personalizing content/searchresults, or using the profiles to understand the attitudes of theconsumer by inputting the profiles into various reporting and analyticalsystems.

In one embodiment, the behavioral targeting system also outputsinformation to marketers to permit them to understand the inventory percategory per score range (i.e., the number of people/cookies with agiven score range in a specific category and/or the forecast of theevents associated with these people/cookies. This information identifiesto the marketer the rough audience size for effective use of thebehavioral profiles, regardless of the marketer-centric use, targeting,or visitor-centric use, personalization.

In one embodiment, the behavioral targeting system of the presentinvention generates profile scores, by category, to predict userpropensity for subject matter in the category for the target objective.For example, the interest score may be used to model the strength of theuser's interest in purchasing a product or service within a category.FIG. 4 is a block diagram illustrating one embodiment for the behavioraltargeting system of the present invention. For this embodiment, inputevents, referred to herein as “events”, are input to an eventcategorization module 410. The event categorization module 410 operatesin conjunction with taxonomy 420. Specifically, the event categorizationmodule 410 classifies each input event into a category in taxonomy 420.In general, taxonomy 420 defines a plurality of categories forclassifying user interests. Categories within taxonomy 420 may bearranged hierarchically. For example, the taxonomy 420 may comprise ahigh-level category for “music”, and several sub-categories, locatedunderneath the “music” category, for different genres of music. Anytaxonomy of categories used to classify subject matter may be used inconjunction with the behavioral targeting system without deviating fromthe spirit or scope of the invention.

As shown in FIG. 4, the classified events are input to dimensionprocessing 450 and to model & rules 440. Also, user/marketing objectivesare input to model & rules 440. Model & rules 440 contains a pluralityof different models for different objectives or goals (e.g., directresponse advertising (442), brand advertising (444), purchase intention(446) and personalization (448)). Each model has a plurality of rulesassociated with the model. The rules are used to process the events, indimension processing (450), to generate the user scores for thedifferent objectives or goals. In one embodiment, the rules,corresponding to a model, contain parameters specific for the event aswell as the category classified for the event. For example, if the eventtype is a “page view” classified in “finance”, then models and rules 440selects parameters based on the event, page view, and the category,“finance.”

The parameters, selected in model & rules 440, are input to dimensionprocessing 450. Dimension processing 450 also receives, as input, theclassified event. In general, dimension processing 450 generates a userscore, using the parameters, for the category. As described more fullybelow, dimension processing 450 accumulates events for processing over aspecified period of time. For example, in one embodiment, dimensionprocessing 450 accumulates events to generate a short-term user interestscore. In another embodiment, dimension processing 450 accumulatesevents over a longer period of time (e.g., over a month) so as toformulate a long-term user interest score.

As shown in FIG. 4, the user interest score is input to a mapping module460. In general, the mapping module maps raw user scores to one or moreoutput metrics. For example, one output metrics may determine thepropensity for a user to click on an advertisement classified in thecategory. This metric, expressed in a percentage, is referred to as a“click through rate” (CTR). For this example, mapping module 460 mayprovide a function to map the raw user score to a CTR value.

FIG. 5 is a flow diagram illustrating one embodiment for the generalizedbehavioral targeting system of the present invention. When the systemreceives a user event or after a predetermined amount of time foraccumulating events, the system classifies the event in a category ofthe taxonomy (FIG. 5, blocks 510 and 520). A model is selected based onthe user/marketing objective (FIG. 5, block 530). In blocks 540, 550 and560, the behavioral targeting system processes one or more events togenerate a raw user interest score for a category. For this embodiment,the behavioral targeting system applies a recency dimension based on themodel selected (FIG. 5, block 540). In general, the recency dimensionweighs one or more events depending upon how recent the events haveoccurred. To apply a second dimension, the behavioral targeting systemapplies an intensity dimension based on the model selected (FIG. 5,block 550). The intensity dimension applies a weight or factor toascribe a value indicative of how effective the event measures theuser's interest in the subject category. For this embodiment, thebehavioral targeting system also applies a third dimension, frequency(FIG. 5, block 560). In general, the frequency dimension modifies theuser score, for the subject category, based on how frequently the eventoccurs.

As shown in FIG. 5, the process comprises a loop to process multipleevents. However, as described more fully below, the behavioral targetingsystem may accumulate events over time, and may batch process theevents, with a delay, to obtain a user interest score for multiplecategories. In another embodiment, the behavioral targeting system mayoperate in real-time. For this embodiment, the behavioral targetingsystem may accumulate events over a short period of time, such as anhour, and then process those events to give a short-term user interestscore.

In one embodiment, the raw user interest scores are converted for anoutput metric (FIG. 5, 580). However, the raw score does not needconversion in order to match content to users. In order to determine theappropriate weights and decay parameters to generate a score, a singlemarketing objective is used (e.g., click-through rate for directresponse and purchase event for purchase intenders). The raw score fromthese behavioral targeting applications is correlated to the targetobjectives. Mapping raw scores helps augment the degree of correlation.However, once the raw scores have been mapped, the ability to rank orderusers' relative interests across categories is lost.

Event Processing & Categorization:

In one embodiment, events include advertisement clicks, search queries,search clicks, sponsored listing clicks, page views, and advertisementviews. However, events, as used herein, may include any type of onlinenavigational interaction or search related events. Generally, a pageview event occurs when the user views a web page. For example, a usermay enter, within an Internet portal, a web page for music by clickingon a link for the music category page. For this example, a page viewevent is recorded for the user's view of the music category page.

An advertisement view event occurs when the user views a web page for anadvertisement. For example, an Internet portal may display banneradvertisements on the home page of the portal. If the user clicks on thebanner advertisement, the portal redirects the user to the link for thecorresponding advertiser. The display of a web page, in response to theclick, constitutes an advertisement click event. A user may generatemultiple page view events by visiting multiple web pages at theadvertiser's web site.

An advertisement click event occurs when a user clicks on anadvertisement. For example, a web page may display a banneradvertisement. An advertisement click event occurs when the user clickson the banner advertisement.

A search query event occurs when a user submits one or more search termson a web based search engine. For example, a user may submit the query“Deep Sea Fishing”, and a corresponding search query event is recordedwith the search terms “Deep Sea Fishing.” In response to a user query, aweb based search engine returns a plurality of links to web pagesrelevant to the search query terms. If a user clicks on one of thelinks, a search click event occurs.

A sponsored listing advertisement refers to advertisements that aredisplayed in response to a user's search criteria. A sponsored listingclick event occurs when a user clicks on a sponsored listingadvertisement displayed for the user.

FIG. 6 is a block diagram illustrating on embodiment of eventcategorization for the behavioral targeting system. As illustrated inFIG. 6, system 608 includes an event categorization platform 600 coupledto multiple databases, such as, for example, a token database 610, aninterest database 620 and a rules database 630.

In one embodiment, the token database 610 stores a list of single-wordor multi-word keywords, also known as tokens, collected automaticallyor, in the alternative, manually, from various servers, from editors,and/or from other third-party entities. Generally, the tokens representa single concept and are treated as a single keyword even if theycontain multiple word units. The tokens are further organized into ahierarchical taxonomy within the database 610 based on associations withtheir respective events of origin. In one embodiment, the hierarchicaltoken taxonomy stored in the token database 610 is manually mapped intoa hierarchical taxonomy of categorized tokens, which is further storedwithin the interest database 620. The hierarchical taxonomy is reviewed,edited, and updated automatically by the event categorization platform600, or, in the alternative, manually by editors, and/or otherthird-party entities.

The mapping assigns one or more categories to each stored token, theassigned categories being subsequently stored within the interestdatabase 620 at respective nodes associated with each correspondingtoken. In an alternate embodiment, the categories may not be mapped intoa hierarchical taxonomy, but may be instead stored as a collection ofcategories within the interest database 620.

The event categorization platform 600 receives various events from thefront-end web servers, such as, for example, search queries transmittedby users over a network, web page views, search results clicks,advertising clicks, and other types of interactive events, and enablesautomatic categorization of the received events based on data stored inthe associated databases 610, 620, and 630, as described in furtherdetail below.

In one embodiment, the event categorization platform 600 furtherincludes a parser module 602 configured to receive an event, such as,for example, a search query, and to parse the event to generate multipleevent units, such as, for example, query terms. The event categorizationplatform 600 further includes a token analysis module 604 coupled to theparser module 602 and configured to receive the event units from theparser module 602 and to categorize the event based on the event unitsand on data stored in the associated databases 610 and 620, as describedin further detail below. Finally, the event categorization platform 600includes an ambiguity processing module 606 coupled to the tokenanalysis module 604 and configured to generate an ambiguity valuecorresponding to each categorized event, as described in further detailbelow.

FIG. 7 is a flow chart illustrating a method to facilitate automaticcategorization of events in a network, according to one embodiment ofthe invention. As illustrated in FIG. 7, at processing block 701, anevent, such as, for example, a search query is received from a user. Inone embodiment, the user accesses a web page displayed in a clientprogram of the client computer 820 (FIG. 8), and transmits a searchquery to the web servers via the client computer 820 and the network830. The front-end web servers 840 receive the search query, and forwardthe query to the event categorization platform 600.

At processing block 702, the event is parsed to generate one or moreevent units. In one embodiment, the parser module 602 parses the event,such as, for example, the search query, to obtain one or more units(e.g., query terms), and transmits the units to the token analysismodule 604.

At processing block 703, tokens matching the parsed event units areretrieved from the database. In one embodiment, the token analysismodule 604 accesses the interest database 620, and retrieves one or morecategorized tokens that match the parsed event units. Alternatively, thetoken analysis module 604 may access the general token database 610 toretrieve one or more matching tokens.

In one embodiment, the token analysis module 604 compares each eventunit to tokens stored in the database 620, or, alternatively, in thedatabase 610, and selects the longest possible tokens, (i.e., tokenshaving the greatest number of words or the greatest length).Alternatively, the token analysis module 604 selects the tokens thathave the highest probability to appear within the registered events. Theselection is based on a unit frequency parameter associated with eachtoken, which specifies how many times each particular token is containedwithin the events.

At processing block 704, one or more categories associated with theretrieved tokens are identified. In one embodiment, the token analysismodule 604 analyzes the retrieved categorized tokens and identifies oneor more categories associated with the retrieved tokens. Alternatively,if the tokens are retrieved from the general token database 610, thetoken analysis module 604 may assign one or more categories to eachretrieved token, either editorially or algorithmically, the assignedcategories forming a corresponding hierarchical taxonomy, or may discardthe tokens without an associated category.

At processing block 705, an ambiguity parameter value is assigned toeach retrieved token. In one embodiment, the ambiguity processing module606 receives the tokens from the token analysis module 604, andcalculates a corresponding ambiguity value for each token, for example,as a factor of the conditional probability of the token category beingthe overall event category given the presence of the particular tokenwithin the analyzed event.

At processing block 706, a dominant token is selected from the retrievedtokens based on the associated token category, each token's assignedambiguity parameter value, and a set of event processing rules storedwithin the rules database 630. In one embodiment, the token analysismodule 604 applies predetermined processing rules to select the dominanttoken, such as, for example, rules specifying elimination of tokens thatcontain one or more stop words, rules specifying the minimum frequencyof token appearance within stored events, and other rules designed torank the retrieved tokens.

In one embodiment, in addition to the ambiguity parameter value, thetoken analysis module 604 assigns a confidence score, which representsan assessment of the accuracy of the dominant token selection and of theoverall event categorization, and stores the confidence score with thecorresponding overall event.

Finally, at processing block 707, the overall event is categorized basedon the one or more token categories associated with the dominant tokenand the respective databases 610, 620 are updated to include the newlycategorized event.

In an alternate embodiment, the token analysis module 604 may discardthe overall event if the assigned confidence score is lower than apredetermined threshold score, thus indicating a low confidence that thecategorization procedure described in detail above is accurate.

In another alternate embodiment, even if the assigned confidence scoreis lower than the predetermined threshold score, the token analysismodule 604 may still store the confidence score along with thecorresponding overall event. In this embodiment, other external modulesand/or systems, such as, for example, a behavioral targeting system,which is configured to identify interests of users based on the users'online activities, or any of its components, may retrieve and discardthe stored event if its associated confidence score is lower than thepredetermined threshold score.

In yet another alternate embodiment, the event may be fractionallydivided among the multiple categories corresponding to the retrievedtokens according to the ambiguity parameter value associated with eachtoken. Subsequently, the event may be categorized within each tokencategory according to an assigned weight equal to the correspondingambiguity parameter value.

In an alternate embodiment for the method to facilitate automaticcategorization of events, subsequent to the retrieval of one or morematching tokens, a vector of values including multiple statisticalparameters corresponding to each retrieved token is assembled and inputinto a known neural network structure (not shown). Alternatively, thevector of values may be input into a known support vector machine (notshown), into a known non-linear regression mechanism (not shown), orinto any known machine-learning unit that accepts vector input.

In one embodiment, the vector of values includes data related to eachretrieved token. The statistical parameters for each token may include afrequency of token presence in event logs, a frequency of token presenceinside a particular event, such as, for example, a search query, anambiguity value of the token, a probability that the token dominates theoverall event, a probability that the token dominates another token, theprobability that a category associated with the token dominates theoverall event, the probability that the category dominates a categoryassociated with another token, and or other known statistical parametersthat enable determination of the dominant token within the event.

In one embodiment, the machine-learning unit, such as, for example, theneural network structure, or, in the alternative, the support vectormachine or the non-linear regression mechanism, is configured to receivethe vector input and to determine an output value associated with eachtoken, the output value indicating the probability that thecorresponding token is the dominant token of the event. Subsequently,the machine-learning unit orders the calculated output values, selectsthe highest ranked output value, and transmits the selected output valueto the token analysis module 604.

In one embodiment, in addition to determining each output value as theprobability that the corresponding token is the dominant token of theevent, the machine-learning unit further calculates a confidence score,which represents an assessment of the accuracy of the dominant tokendetermination and of the overall event categorization. The confidencescore is then transmitted to the token analysis module 604. In analternate embodiment, the token analysis module 604 may calculate theconfidence score using information received from the machine-learningunit.

The token analysis module 604 identifies a token corresponding to theselected highest output value and retrieves one or more categoriesassociated with the token. Finally, the token analysis module 604categorizes the event based on the one or more retrieved categories andupdates the respective databases to include the newly categorized event.

In an alternate embodiment, the token analysis module 604 may discardthe overall event if the assigned confidence score is lower than apredetermined threshold score, thus indicating a low confidence that thecategorization procedure described in detail above is accurate.

In another alternate embodiment, even if the assigned confidence scoreis lower than the predetermined threshold score, the token analysismodule 604 may still store the confidence score along with thecorresponding overall event. In this embodiment, other external modulesand/or systems, such as, for example, a behavioral targeting system, orany of its components, may retrieve and discard the stored event if itsassociated confidence score is lower than the predetermined thresholdscore.

In yet another alternate embodiment, the vector of values includes datarelated to a pair of tokens. The machine-learning unit receives theinput vector and selects the dominant token, as described in detailabove. Subsequently, the machine-learning unit receives data related toan additional token, compares the additional token to the selecteddominant token and further selects a new dominant token. The procedurecontinues iteratively with the remaining tokens until all data isexhausted and a final dominant token is selected.

Behavioral Targeting System for an Advertising Application:

In one embodiment, the behavioral targeting system is used to serveadvertisements online to users based on the user's interest in thecategory or topic of the advertisement. Online advertising is used tomarket a variety of products and services. In general, onlineadvertising is used to build brand awareness among potential customersand to facilitate online purchases of products and services. One type ofonline advertising, referred to as brand marketing, is to promote abrand to a target audience. Thus, the goal of brand marketing is toincrease awareness of the advertiser's brand to customers. Another goalof online advertisers is to elicit an action or response from acustomer. This type of advertising is referred to as direct responseadvertising. An advertisement displayed on a message, such as a webpage, that includes a link to direct a user to the advertiser's web siteis an example of a direct response advertisement.

Banner advertisements and sponsored listing advertisements are two typesof online advertisements currently in use. In general, a banneradvertisement refers to a type of advertisement displayed at apredetermined position of an online message, such as a web page. Forexample, a banner advertisement may be displayed within a horizontalrectangle at the top of a web page, although banner advertisementsappear at any location throughout a web page. A banner advertisement mayinclude graphical images, either animated or static, and/or text.Typically, a banner advertisement includes a URL link such that if auser clicks on the link, the user's browser is redirected to a newlocation associated with the banner advertisement.

Sponsored listing advertisements refer to advertisements that aredisplayed in response to a user's search criteria, the page the user isvisiting or to the profile of a user. For example, if a user enters asearch query in a web based search engine, the search engine maydisplay, in response to the query, hyperlinked text listings foradvertisers relevant to the search query. A sponsored listingadvertisement may take the form of text and/or images. The behavioraltargeting system of the present invention is described in conjunctionwith online advertising. Although the present invention is described inconjunction with use of banner advertisements and sponsored listingadvertisements, any type of advertisement included on a message anddistributed over a network may be used without deviating from the spiritor scope of the invention. For example, the present invention hasapplication to match sponsored listings to user behavioral profiles andto webpage content. The teachings of the present invention areapplicable to any type of online advertising, including, but not limitedto, banner advertisements, sponsored listing advertisements, guaranteedimpression advertisements, and performance based advertisements. Theadvertisements themselves may include any type of media, including text,images, audio or video.

FIG. 8 is a block diagram illustrating one embodiment for servingadvertisements using a behavioral targeting system. For this exampleembodiment, the example infrastructure includes network 830, web server840, advertisement (ad) server 850 as well as computer 820 for user 810.The web server (840) receives information based on user behavior, suchas events. The user behavioral information is input to behavioraltargeting processing (860). As shown in FIG. 8, behavioral targetingprocessing 860 generates raw user scores (870), on acategory-by-category basis, using the user behavioral information. Theuser scores are input to the ad server (850), which in turn servesadvertisements to web server 840. As a result, customize ads are servedto user 810 on computer 820.

Dimension Parameters in a Behavior Targeting System:

FIG. 9 is a block diagram illustrating one embodiment for dimensionprocessing in the behavioral targeting system. For this embodiment,dimension processing involves recency processing (950), intensityprocessing (955) and frequency processing (960). Models and rules (970)receive, category and event type information, and generate, parameters,such as weights, for recency, intensity, and frequency processingmodules based on the category and event types. In one embodiment, themodels use linear regression. Specific formulas for conducting recently,intensity and frequency processing are described more fully below.

In one embodiment, models and rules (970) comprise a model for eachcategory. Thus, weight parameters for dimension processing are on a percategory basis. The model defines weight parameters, including decayparameters. The weight parameters are also specific for event types. Inone embodiment, weight parameters for events are not equally weighted.In addition, all events within an event type (e.g., pageview, search,etc.) are not equally weighted. Thus, all weight and decay parametersare not necessarily constant within a category for different event typesor across categories for the same event type.

a. Long-Term User Behavioral Profiles:

In one embodiment, the behavioral targeting processing of the presentinvention generates a long-term user behavioral profile. The long-termuser behavioral profile compiles activities of the user over arelatively long period of time (e.g., over at least 24 hours) togenerate the user behavioral profile. In one embodiment, the long-termuser behavioral profile is used to predict user interests within thenext day. For example, the long-term user behavioral profile may be usedto determine what ads to serve the user in the next day.

The long-term user behavioral profile has application for use to serveadvertisements conducive to a user's long-term interest. For example, auser may show an interest, over a several month period of time, topurchase an automobile. The interest score may be compiled from theuser's activities generated by the user learning acquiring informationabout automobiles online (e.g., page views of automotive site, ad clickson automotive ads, etc.). For this example, the user's long-term directresponse score in the automotive category is high, and therefore anadvertising application may serve the user advertisements for the saleof automobiles.

The equation gives the formulation to compute the long-term userinterest score for a user at time t_(n):$s_{t_{n}} = {{intercept} + {\sum\limits_{event}{w_{event}\quad{{Decay}\left( \left\{ {{Satu}\left( A_{{event},t} \right)} \middle| {t_{0} \leq t \leq t_{n}} \right\} \right)}}} + {\sum\limits_{event}{r_{event}R_{{event},t_{n}}}} + {\sum\limits_{event}{f_{event}F_{{event},t_{n}}}}}$

wherein:

-   -   s_(t) _(n) represents the long-term direct response (raw) score        of a user—click propensity of the user based on her past        behavioral data recorded up to time interval t_(n);    -   A_(event,t) is the number of activities for event type, event,        at day t for a user in a category;    -   R_(event,t) _(n) represents recency information of event type,        event, for a user based on the most recent day that the user has        an activity for the event type in the past;    -   r_(event) represents the weight of the recency information for        event type event that defines how fast the event type “decays”        over time w.r.t. prediction power. For example, r_(Ad) _(—)        _(Click) defines how powerful it is to predict ad click        propensity based on the most recent day that a user has an ad        click activity;    -   w_(event) represents the weight of event type event that gives        the power of using the intensity information for prediction for        ad click propensity;    -   F_(event,t) _(n) represents frequency information of event type,        event, for a user based on the most recent day that the user has        an activity for the event type in the past;    -   f_(event) represents the weight of the frequency information for        event type event.

For each category, the user score s_(t) _(n) is a linear combination ofintensity of event activities A_(event,t) transformed using a saturationfunction Satu( ) and aggregated using a decay function, Decay( ), andusing a recency of event activities R_(event,t) _(n) in the past.Intensity and recency of event activities are weighted by w_(event) andr_(event) respectively.

FIG. 10 is a flow diagram illustrating one embodiment for generating along-term direct response user interest score. For this embodiment, thelong-term behavioral targeting system logs user events, A_(event,t), ata specified time interval (FIG. 10, block 1020). In one embodiment, thelong-term behavioral targeting system logs events over a 24-hour period.The long-term behavioral targeting system categorizes the events (FIG.10, block 1020). The long-term behavioral targeting system selectscategorized events from the log for processing (FIG. 10, block 1025). Amodel corresponding to the long-term direct marketing profile isselected. In part, the model includes a plurality of weights fordimension processing (e.g., recency, intensity and frequency).

A saturation function is applied to the events (FIG. 10, block 1035). Inone embodiment, the saturation function Satu( ) is applied to all dailyevent activities. It is a simple upper cap function. U_(event) denotesthe upper cap for event type, event. It is the lowest A_(event,t) amongtop 0.5% heaviest users for the last 7 days.${{Satu}\left( A_{{event},t} \right)} = \left\{ \begin{matrix}A_{{event},t} & {if} & {A_{{event},t} \leq U_{event}} \\U_{event} & {otherwise} & \quad\end{matrix} \right.$

A decay function is applied to the output of the saturation function(FIG. 10, block 1040). In one embodiment, the decay function, Decay( ),is applied to aggregate a user's daily event activities, and isexpressed as:${{Decay}\left( \left\{ A_{{event},t} \middle| {t_{0} \leq t \leq t_{n}} \right\} \right)} = {{\sum\limits_{t = t_{0}}^{t_{n}}{\alpha^{t_{n} - t}A_{{event},t}\quad\alpha}} \in \left( {0,1} \right\rbrack}$

α is a constant for all event types and all categories. The smaller thevalue of α is, the faster that historical data are phased out. α may bechosen based on system constraints and business requirements. Examplesof the decay speed of different values of α are depicted in Table 1below. In one embodiment, α is set at 0.95. TABLE 1

Thereafter, an intensity weight is applied to the output of the decayfunction (FIG. 10, block 1050). In one embodiment, the weights for thesaturated intensity features w_(event) are fit by modeling (e.g.,regression analysis). The weights, along with standard errors andperformance metrics, are output by the modeling system.

A recency parameter is generated for the logged events (FIG. 10, block1055). R_(event,t) _(n) is the most recent day that a user has anactivity of type event in the category among the user's activities up totime, t_(n). For example, if the last pageview for the user inAutomobile category—among all pageviews activities loaded up tot_(n)—happened 2 days ago, then the recency for the user in pageview forAutomobile is 2. If no pageview activities are recorded for the user,recency is set to R_(UNKNOWN), a constant. In one embodiment,R_(UNKNOWN) is set to 90 days.$R_{{event},t_{n}} = \left\{ \begin{matrix}{t_{current} - {\max\left\{ {\left. t \middle| {A_{{event},t} > 0} \right.,{t_{0} \leq t \leq t_{n}}} \right\}}} & {if} & {\exists{A_{{event},t} > 0}} \\R_{unknown} & \quad & {otherwise}\end{matrix} \right.$

Next, a recency weight, r_(event), based on the event type and categoryof the event, is applied to the recency function (FIG. 10, block 1060).In one embodiment, the weights for the saturated intensity featuresr_(event) are fit by modeling, such as regression analysis. The weights,along with standard errors and performance metrics, are output by themodeling system.

As shown in a loop in FIG. 10, the behavioral targeting system processesevents for each category by executing blocks 1025, 1030, 1035, 1040,1050, 1055 and 1060.

In one embodiment, the expression for generating long-term user interestscores may be simplified. Let I_(t) _(n) , denote the intensitydimension of a user's activities across all event types from day t₀ tot_(n). If α is the same across all event types, we have$I_{t_{n}} = {\sum\limits_{t = t_{0}}^{t_{n}}{\alpha^{t_{n} - t}{\sum\limits_{event}{w_{event}{{Satu}\left( A_{{event},t} \right)}}}}}$Then the user score for the user u with activities recorded up to t_(n)can be re-written as:$s_{t_{n}} = {I_{t_{n}} + {\sum\limits_{event}{r_{event}R_{{event},t_{n}}}}}$

In some embodiments, a long term score of a user for a particularcategory may be updated incrementally without storing daily scores forthe user in the particular category. Therefore, the score may be updatedover time (at predetermined update intervals) to reflect the user's pastcategory interests since the first day of user scoring without having tore-process all the prior events and calculations used to calculate theoriginal score.

If it is assumed that t_(k) denotes the day that event activities werelast recorded for the user and the incremental update interval is everyd days, then t_(n)=t_(k)+d. For example, for a daily incremental update,t_(n)=t_(k)+1. In some embodiments, the updated score s_(t) _(n) canthen be determined using the following equation:$s_{t_{n}} = {{\sum\limits_{t = {t_{k} + 1}}^{t_{n}}{\alpha^{t_{n} - t}{\sum\limits_{event}{w_{event}{{Satu}\left( A_{{event},t} \right)}}}}} + {\alpha^{t_{n} - t_{k}}I_{t_{k}}} + {\sum\limits_{event}{r_{event}R_{{event},t_{n}}}}}$$R_{{event},t_{n}} = \left\{ \begin{matrix}{t_{n} - {\max\left\{ {\left. t \middle| {A_{{event},t} > 0} \right.,{t_{k} < t \leq t_{n}}} \right\}}} & {if} & {{\exists{A_{{event},t} > 0}},{t_{k} < t \leq t_{n}}} \\{R_{{event},t_{k}} + t_{n} - t_{k}} & \quad & {otherwise}\end{matrix} \right.$

b. Short-Term User Behavioral Profiles:

In another embodiment, the behavioral targeting system generates ashort-term direct response user behavioral profile. In one embodiment,the short-term user behavioral profile is used to serve an advertisementto the user within the next hour. The short-term user behavioral profilehas application for use to serve advertisements conducive to a user'svery near term purchasing intentions. For example, a user may show aninterest, over the last few minutes, to purchase flowers online.Typically a small purchase, such as flowers, is typically made by apurchase in a relatively short period of time. For this example, thebehavioral targeting system accumulates user activity, in real-time, andserves ads to users in a short period of time.

The following equation gives the formulation for a short-term directresponse score for a user at an hourly interval, t_(n):$s_{t_{n}} = {{intercept} + {\sum\limits_{event}{w_{event}\quad{Decay}\left( \left\{ {{Satu}\left( A_{{event},t} \right)} \middle| {t_{0} \leq t \leq t_{n}} \right\} \right)}} + {r\quad R_{t_{n}}} + {r^{\prime}R_{t_{n}}^{\prime}}}$

wherein:

-   -   s_(t) _(n) represents the short-term direct response (raw) score        of a user at an hourly interval that measures the click        propensity of the user based on past behavioral data that was        updated at t_(n);    -   A_(event,t) is the number of activities for event type, event,        at an hourly interval, t, for a user in a category;    -   R_(t) _(n) represents recency information for a user based on a        daily interval that the user has an activity, excluding ad        category view event types;    -   R′_(t) _(n) represents recency information for a user based on        hourly intra-day pattern that the user has an activity,        excluding ad category view event types    -   r,r′ represents the weight of the recency information that        defines how fast activities “decay” over time w.r.t. prediction        power. For example, r_(Ad) _(—) _(Click) defines how powerful it        is to predict future ad click based on the most recent time        interval that a user has a click activity in the past; and    -   w_(event) represents the weight of event type event that gives        the power of using the intensity information for prediction for        ad click propensity.

For each category, the user score s_(t) _(n) is a linear combination ofintensity of activities A_(event,t) (transformed using a saturationfunction Satu( ), and aggregated using a decay function Decay( )) andrecency of activities R_(t) _(n) ,R′_(t) _(n) . Intensity and recency ofactivities are weighted by w_(event), r,r′ respectively.

FIG. 11 is a flow diagram illustrating one embodiment for generating ashort-term direct response user interest score. For this embodiment, theshort-term behavioral targeting receives, in real-time, user events,A_(event,t), at a specified time interval (FIG. 11, block 1110). Theshort-term behavioral targeting system categorizes the events (FIG. 11,block 1120). A model, corresponding to the short-term directmarketing/user objective, is selected (FIG. 11, block 1130). In part,the model includes a plurality of weights for dimension processing(e.g., recency, intensity and frequency).

A saturation function is applied to the events (FIG. 11, block 1135). Inone embodiment, the saturation function Satu( ) is applied to all hourlyevent activities. It is a simple upper cap function. U_(event) denotesthe upper cap for event type, event. It is the lowest A_(event,t) amongtop 0.5% heaviest users during an hourly interval.${{Satu}\left( A_{{event},t} \right)} = \left\{ \begin{matrix}A_{{event},t} & {if} & {A_{{event},t} \leq U_{event}} \\U_{event} & {otherwise} & \quad\end{matrix} \right.$

A decay function is applied to the output of the saturation function(FIG. 11, block 1140). In one embodiment, the decay function, Decay( ),is applied to aggregate a user's event activities, over time, and isexpressed as:${{Decay}\left( \left\{ A_{{event},t} \middle| {t_{0} \leq t \leq t_{n}} \right\} \right)} = {{\sum\limits_{t = t_{0}}^{t_{n}}{\alpha^{t_{n} - t}A_{{event},t}\quad\alpha}} \in \left( {0,1} \right\rbrack}$

α is a constant for all event types and all categories. The smaller thevalue of α is, the faster that historical data are phased out. α may bechosen based on system constraints and business requirements. Examplesof the hourly and daily decay speed of different values of α aredepicted in Table 2 below. In one embodiment, α is set at 0.998. TABLE 2

Thereafter, an intensity weight is applied to the output of the decayfunction (FIG. 11, block 1150). In one embodiment, the weights for thesaturated intensity features w_(event) are fit by statistical modeling.The weights, along with standard errors and performance metrics, areoutput by the modeling system.

A recency parameter is generated for the events (FIG. 11, block 1155).In one embodiment, for simplicity purposes, a single recency value isused. R_(t) _(n) is the most recent hourly interval that a user hasactivity in the category among the user's activities last updated at,t_(n). For example, if the user had a pageview in Automobile categorytwo hours before and there are no other activities within the two hours,then the recency for the user in pageview for Automobile is 2. If theuser has no activities since the last update, recency, R_(t) _(n) , isset to R_(UNKNOWN), a constant. In one embodiment, R_(UNKNOWN) is set to504. $R_{t_{n}} = \left\{ \begin{matrix}{t_{current} - {\max\left\{ {\left. t \middle| {A_{{event},t} > 0} \right.,{t_{0} \leq t \leq t_{n}}} \right\}}} & {\exists{A_{{event},t} > {0\bigcap{event}} \neq {adcat\_ views}}} \\R_{unknown} & {otherwise}\end{matrix} \right.$

R′_(t) _(n) is derived from R_(t) _(n) that transforms R_(t) _(n) into aV-shaped intra-day pattern: $R_{t_{n}}^{\prime} = \left\{ \begin{matrix}{{{{R_{t_{n}}{mod}\quad 24} - 12}} + 1} & {R_{t_{n}} \neq R_{unknown}} \\0 & {otherwise}\end{matrix} \right.$

Next, recency features, r,r′, based on the event type and category ofthe event, is applied to the recency function (FIG. 11, block 1160). Inone embodiment, the weights for the intensity features r,r′ are fit bymodeling. The weights, along with standard errors and performancemetrics, are output by the modeling system.

As shown in a loop in FIG. 11, the behavioral targeting system processesevents for each category by executing blocks 1130, 1135, 1140, 1150,1160 and 1170.

A short term score of a user for a particular category can also beupdated incrementally in real-time. The real-time incremental update ofa score can be performed without determining or storing a count of eventactivities A_(event,t) (the number of activities for event type event athourly interval t) for the user in the particular category. Thereal-time incremental update of a score allows for the adjustment of ascore based on a recent event (of event type event) without having tore-process all the prior events and calculations used to calculate theoriginal score.

As discussed above, I_(t) _(n) denotes the intensity component of ascore (i.e., the intensity dimension of a user's activities across allevent types from day t₀ to t_(n)) where:$I_{t_{n}} = {\sum\limits_{t = t_{0}}^{t_{n}}{\alpha^{t_{n} - t}{\sum\limits_{event}{w_{event}{{Satu}\left( A_{{event},t} \right)}}}}}$

Also as discussed above, a score for a user with all activities recordedup to t_(n) can be simplified as:$s_{t_{n}} = {I_{t_{n}} + {\sum\limits_{event}{r_{event}R_{{event},t_{n}}}}}$

If the intensity component is initialized to zero (I_(t0)=0) and thehourly interval of the last user activity is set to unknown(R_(t0)=R_(unknown)), then an initial user score s_(t) ₀ is computed ass_(t) ₀ =R_(UNKNOWN). Also, assume that s_(t) _(n-1) denotes a userscore that was last updated at hourly interval t_(n-1). When a recentactivity of an event type event is received at hourly interval t_(n),the user score s_(t) _(n-1) may be incrementally updated to user scores_(t) _(n) without re-processing all past event activities A_(event,t)for the user in the particular category. In some embodiments, theincrementally updated user score s_(t) _(n) is determined using thefollowing equation:s_(t_(n)) = α^(t_(n) − t_(n − 1))I_(t_(n − 1)) + w_(event) + rR_(t_(n)) + r^(′)R_(t_(n))^(′)$R_{t_{n}} = \left\{ {{\begin{matrix}R_{t_{n - 1}} & {{{if}\quad{event}} = {adcat\_ views}} \\{R_{t_{n - 1}} - t_{n} + t_{n - 1}} & {otherwise}\end{matrix}R_{t_{n}}^{\prime}} = \left\{ \begin{matrix}{{{{R_{t_{n}}{mod}\quad 24} - 12}} + 1} & {R_{t_{n}} \neq R_{unknown}} \\0 & {otherwise}\end{matrix} \right.} \right.$Modeling Process:

As discussed above, the models comprise weight parameters for applyingweights to generate user profile scores. In one embodiment, the weightparameters are generated from a user data set. The user data set,compiled from user activity in the past, correlates event informationwith user behavior (e.g., click through rate correlated with userevents). The user data set may be analyzed to identify positive users(e.g., users activity meets the target objective) and negative users(e.g., users that do not meet the target objective). The user data setis analyzed, using data mining techniques, to determine what actions(e.g., event information) are most useful in predicting behavior for atarget objective. Event information for positive users may be analyzedto determine events that most contribute to the target objective. Forexample, if the target objective is direct response advertising and theuser data set identifies a trend regarding user's that submit searchqueries categorized in the “Sports” category also click on directresponse advertisements, then a weight parameter for the event type,search, is given a relatively high value for the category, “Sports.” Forthis embodiment, the user data set is analyzed to generate weights foreach event type in each category of the taxonomy.

One problem associated with this approach to generating models is thatthere may be insufficient or no data associated with a category. In oneembodiment, the behavioral targeting system utilizes a model inheritancetechnique for categories that have insufficient data sets. Using a modelinheritance technique, a model created from one category is used as themodel for a related or parent category on the taxonomy. For example, ataxonomy may include the child category, “Equity_Investments” locatedunder the parent category “Finance” in the taxonomy. If the user dataset is insufficient for the category “Equity_Investments”, the model forthe “Finance” category may be used as the model for the“Equity_Investments” category. The model inheritance technique may alsobe used to facilitate the process of building models in a system thatsupports a large number of categories by generating some models and thenusing those models for related categories.

In one embodiment, the modeling process uses user weights to increasethe accuracy of the models. In general, user weights identify thoseusers in the user data set that provide the highest quality ofinformation to build the models. An example user data set may includethe following: TABLE 3 User Ad Views Ad Clicks John 100 0 Mary 1 0 Peter100 1 Sue 1 1This example data set indicates that John and Mary are negative usersand Peter and Sue are positive users with regard to propensity to click.However, Mary has only seen the ad view a single time while John hasseen the ad view 100 times. Thus, the data provides a higher level ofconfidence that John is a non-clicker than Mary. Similarly, Sue, who hasonly seen the ad view one time has clicked, while Peter was exposed tothe ad view 100 times before he clicked. Thus, the confidence of thedata of Sue as a clicker is higher than the confidence that Peter is aclicker. In one embodiment for generating a model, a user weight isascribed to the data from a user data set to measure the quality of thedata. For the above example, when generating a model, the dataassociated with Sue is assigned a higher user weight than the dataassociated with Peter.

In one embodiment, user weights are assigned to users based on theusers' expected performance with regard to the target objective (e.g.,CTR). The target variable, used in the data mining algorithm, isre-adjusted, and the weights of positive and negative users arenormalized to sum to 1. Specifically, the target variable, t_(u), may beset to 1 or 0 as follows:t_(u)=1if (adclick− CTR*f(adview))>0otherwise,t_(u)=0In one embodiment,f(adview)=adview+k (wherein k is a constant).In other embodiments,f(adview)=adviewf(adview)=(1−e ^(−k*adview))f(adview)=bin(adview)The user weighting is then calculated as:u _(u)=|adclick− CTR*f(adview)|Using the target variable and the user weight, a machine learningalgorithm minimizes error in predictions in accordance with thefollowing relationship:${error} = {\sum\limits_{u}{\left( {t_{u} - {\overset{\sim}{t}}_{u}} \right)^{2}*u_{u}}}$wherein, t_(u) is the predictive target variable and {tilde over(t)}_(u) is the actual target variable.

In one embodiment, a data cleansing technique is used to eliminate userdata from the user data set. For this embodiment, “robot” events areexcluded prior to the modeling process to ensure their behavior does notbias the model. A robot event throws off modeling particularly if thereis any scoring relative to other users. Thus, robot events and cookieswith minimum activity are excluded from the model.

Real Time & Batch Processing Implementation:

FIG. 12 is a block diagram illustrating one embodiment for a behavioraltargeting system that generates long-term and short-term user interestscores. Similar to the infrastructure described above, an exemplary usercomputer (1220), network 1230, web server 1240, ad server 1250 are used.In one embodiment, a database 1255, batch behavioral targetingprocessing 1260 and warehouse profile 1280 are used to calculate along-term user interest score. The database 1255 is coupled to webserver(s) 1240 to store events logged. The logged events are thenprocessed, at a predetermined interval, in batch behavioral targetingprocessing 1260. The output of batch behavioral targeting processing1260 comprises a plurality of user interest scores, per category. Thescores are stored in warehouse profile 1280.

The behavioral targeting system 1200 also comprises real-time behaviortargeting processing 1270 and user data store 1290 to generateshort-term user interest scores. Specifically, events are accumulated inreal-time behavior targeting processing 1270 for a short-term timeinterval, such as one hour. The real-time behavioral targetingprocessing 1270 generates short-term user interest scores. As describedabove, the short-term user interest scores may be used to select ads forvarious user and marketing objectives. In another embodiment, the userdata store comprises both the long-term and short-term user interestscores. For this embodiment, the behavioral targeting system 1200generates a combine long-term and short-term user interest score, asdescribed below.

Mapping User Scores to Output Metrics:

For some applications, the range of user profile scores is converted torelative scores across categories (i.e., relative to other user profilescores in different categories). In one embodiment, the user profilescores are percentage ranked in each category. For example, a userprofile score of “0.2” in the Finance category may yield a user profilescore within the top 1% for all users, and a user profile score of “0.6”in the Sports category may yield a user profile score within the top 10%for all users. For this example, the user profile score of “0.6” inSports is converted to a relative user profile score of 10, and the userprofile score of “0.2” in Finance is converted to a relative userprofile score of 1. Using this technique, the relative user profilescores permit comparing the user's interests in “Sports” and “Finance”relative to different users' other interests. In another embodiment, acategory is selected to maximize ROI on a user by ranking scores of theuser across all categories using an output metric, such as click throughrate.

In another embodiment, the user profiles may be segmented into tiers.For example, a marketer may desire to launch a program using only thetop 10% of users in a specified category. Then, the next 10% of usersmay be ranked for another purpose. The ranking of users may be based onany categorization of the user data for any purpose.

As discussed above, raw scores for target objectives are produced. Forexample, a branding score may be produced by the branding model/ruleset, and a direct response score may be produced by the direct responsemodel/rule set. A raw score may be produced using long-term orshort-term data. A raw score produced by long-term data is referred toas a long-term raw score, and a raw score produced by short-term isreferred to as a short-term raw score. For example, a direct responsescore may be produced using long-term data and short-term data.

Raw scores indicate a relative interest measure of a user in a categoryfor a target objective. However, the raw scores do not directly measurethe propensity of a user's action. As such, raw scores are converted ormapped to more useful scores, referred to herein as mapped scores, fortarget optimization purposes. In some embodiments, mapped scores arebehavior-orientated scores that reflect user tendencies for a particularaction. Mapped scores are useful for target optimization purposes asthey provide predictive information regarding a user's action relativeto categories of interest.

Some examples of mapped scores are click propensity, expressed as apercentage, click-through-rate, and conversion propensity, alsoexpressed as a rate. In other embodiments, other mapped scores may alsobe produced. In general, the click-through-rate (CTR) of a user for acategory reflects the probability that the user will select (“click on”)content (e.g., advertisement, link, etc.) associated with the category.In general, the conversion rate for a user in a category reflects theprobability that the user will buy/purchase a product or serviceassociated with the category. In some embodiments, for a particular typeof raw score, long-term and short-term raw scores are converted tolong-term and short-term mapped scores. For example, a long-term directresponse score (LTDR) may be converted to a long-term CTR score (LTCTR),and a short-term direct response score (STDR) may be converted to ashort-term CTR score (STCTR).

For the same user and category, a raw score typically does not have alinear relationship with a mapped score. For example, based onstatistical behavior data aggregated from a plurality of users, users'direct response scores do not have a linear relationship with their CTRscores in the same categories. FIG. 13 illustrates a graph that showsCTR scores as a function of direct response scores based on statisticaldata aggregated from a plurality of users. As shown in FIG. 13, CTRscores, shown on the y-axis, increase nonlinearly as the direct responsescores, shown on the x-axis, increase. The direct response and CTRscores are bounded with the lower bound of s_(min) and c_(min),respectively, wherein s_(min) indicates the direct response score ofinactive users with c_(min) as its corresponding CTR score.

In some embodiments, a raw score is converted to a mapped score using anonlinear polynomial mapping equation. The mapping equation may bedetermined using statistical behavior data aggregated from a pluralityof users that correlates mapped scores with raw scores. In someembodiments, this mapping equation is represented as:RawScoreToMappedScore(s _(s))=c _(min) +k ₁(s _(s) −s _(min))+k ₂(s _(s)−s _(min))² =c _(s)wherein:

-   -   s_(s)=raw score value;    -   s_(min)=the score of users who did not exhibit any activities        (pageviews, searches, clicks, etc.) in the past in a category;    -   c_(min)=click through rate score that corresponds to S_(min).        Note, c_(min)>0 because even users that do not show behavioral        interest in the past may still have a non-zero propensity to        click;    -   k₁ and k₂=constants; and    -   c_(s)=mapped score value.

In some embodiments, the values for constants used in the mappingequation (s_(min), c_(min), k₁ and k₂) vary depending on the type of rawscore to be mapped. In these embodiments, the particular model/rule setused to produce the raw score computes and stores these constant valuesthat are then used in the mapping equation. For example, the constantvalues used for converting branding scores to mapped scores may bedifferent than the constant values used for converting direct responsescores to mapped scores. The constant values for the branding scores maybe computed and stored in the branding model/rule set, and the constantvalues for the direct response scores may be computed and stored in thebranding model/rule set. In some embodiments, the values for theconstants used in the mapping equation (e.g., s_(min), c_(min), k₁ andk₂) vary depending on the type of mapped scores. For example, theconstant values used to produce CTR scores may be different than theconstant values used to produce conversion rate scores.

As stated above, for a type of raw score (e.g., direct response score)there may be a long-term and a short-term raw score (e.g., LTDR andSTDR). For this embodiment, the long-term raw score (e.g., LTDR) may beconverted to a long-term mapped score (e.g., LTCTR), and the short-termraw score (e.g., STDR) may be converted to a short-term mapped score(e.g., STCTR). These long-term and short-term mapped scores are combinedinto a single combined mapped score. In some embodiments, the combinedmapped score is calculated using a combining equation determined usingstatistical behavior data aggregated from a plurality of users. In someembodiments, the combining equation is represented as:CombinedMappedScore(c _(st) ,c _(lt))=(c _(st) *c _(sl))/(EMS)=c _(c)wherein:

-   -   c_(st)=short term mapped score value;    -   c_(sl)=long term mapped score value;    -   EMS=expected mapped score among a plurality of users; and    -   c_(c)=combined mapped score value.

The EMS value may be determined using statistical behavior dataaggregated from a plurality of users. In some embodiments, the EMS valueis constant within a particular category but varies between differentcategories. As an example, if the long and short term mapped scores arelong and short-term CTR scores, the combining equation is representedas:CombinedCTRScore(c _(st) ,c _(lt))=(c _(st) *c _(sl))/(ECTR)=c _(c)wherein:

-   -   c_(st)=short term CTR propensity;    -   c_(sl)=long term CTR propensity;    -   ECTR=expected CTR among a plurality of users; and    -   c_(c)=combined CTR propensity.

As such, when long-term and short-term mapped scores are produced, thecombining equation may be used to provide a single combined mapped scorethat reflects the long-term and short-term mapped scores. The singlecombined mapped may be used for later target optimization processing.

The process to combine long-term and short-term scores is incremental.This technique permits combining long-term and short-term scores withoutre-processing event information associated with the long-term score.This results in substantial saving, both processing and time, because asubstantial amount of time may be needed to process large amounts ofevent information. Therefore, event information, compiled to generate along-term user profile score, may be used at a later time by combiningthe long-term user profile score with short-term user profile scores.For example, event information may be calculated as a long-term userprofile score at a time, time₀. A day later, time₀ plus a day, ashort-term user profile score may be calculated for the past day. Twodays after time₀, time₀ plus two days, a second short-term score may becalculated in real-time. For this example, the behavioral targetingsystem may re-calculate a new long-term score for combination with thenew short-term score at time₀ plus two days without re-processing theevent information.

As discussed above, in one embodiment, the intensity dimension comprisesa decay function. In general, the intensity parameter decays the eventinformation weighting based on the amount of time elapsed. In oneembodiment for an incremental long-term and short-term score combinationprocess, a new long-term score is generated by increasing the decayfunction by the amount of time lapsed between calculation of thelong-term score and the present time for generating a new long-termscore. The recency dimension may also be updated incrementally. In oneembodiment, the recency parameter is a linear function with time suchthat the recency parameter is increased a fixed amount per unit of time(e.g., the recency parameter may be incremented 1 point for each day).Thus, a new recency parameter, associated with a long-term score, may begenerated by increasing the recency parameter to coincide with a newtime (i.e., the between the calculation of the long-term score and thecurrent time).

The combination of long-term and short-term scores provides for a moreaccurate behavioral targeting system. The long-term scores capturecomprehensive behavior data. However, long-term scores have a relativelylong lag time (e.g., a day) with regard to current behavioral interests.Short-term data captures behavior data in real-time, and thereforecaptures the user's current behavioral interests. However, unlikelong-term scores, short-term scores do not capture an entire profile ofa user's behavior. Thus, by combining the long-term and the short-termscores, the user behavioral profiles capture both the current interestsas well as the past interests to provide a comprehensive view of auser's interest.

Network Environment for a Behavioral Targeting System:

FIG. 14 illustrates one embodiment of a network environment 1400 foroperation of the behavioral targeting system of the present invention.The network environment 1400 includes a client system 1420 coupled to anetwork 1430 (such as the Internet, an intranet, an extranet, a virtualprivate network, a non-TCP/IP based network, any LAN or WAN, or thelike) and server systems 1440 ₁ to 1440 _(N). A server system mayinclude a single server computer or a number of server computers. Theclient system 1420 is configured to communicate with any of serversystems 1440 ₁ to 1440 _(N), for example, to request and receive basecontent and additional content (e.g., in the form of a web page).

The client system 1420 may include a desktop personal computer,workstation, laptop, PDA, cell phone, any wireless application protocol(WAP) enabled device, or any other device capable of communicatingdirectly or indirectly to a network. The client system 1420 typicallyruns a web browsing program that allows a user of the client system 1420to request and receive content from server systems 1440 ₁ to 1440 _(N)over network 1430. The client system 1420 typically includes one or moreuser interface devices 22 (such as a keyboard, a mouse, a roller ball, atouch screen, a pen or the like) for interacting with a graphical userinterface (GUI) of the web browser on a display (e.g., monitor screen,LCD display, etc.).

In some embodiments, the client system 1420 and/or system servers 1440 ₁to 1440 _(N) are configured to perform the methods described herein. Themethods of some embodiments may be implemented in software or hardwareconfigured to optimize the selection of additional content to bedisplayed to a user.

FIG. 15 shows a conceptual diagram of a behavioral targeting system1500. The behavioral targeting system 1500 includes a client system1505, a base content server 1510 (containing base content), anadditional content server 1515 (containing additional content), adatabase of user profiles 1520, and behavioral targeting server 1535.The behavioral targeting server 1535 comprises an optimizer module 1537that receives event information. The behavioral targeting system 1500 isconfigured to select additional content to be sent to a user based onthe user's profile. The client system 1505 is configured to receive thebase and additional content and display the base and additional contentto the user (e.g., as a published web page). Various portions of theoptimization system may reside in one or more servers (such as servers1440 ₁ to 1440 _(N)) and/or one or more client systems (such as clientsystem 1420).

The user profile database 1520 stores user profiles for a plurality ofusers/client systems, each user profile having a uniqueuser-identification number assigned for a particular client system 1505used by a user. The user-identification number may be stored, forexample, in a cookie on the client system 1505 used by the user. When auser requests a piece of base content from a base content server 1510,the cookie is transferred from the client system 1505 to the basecontent server 1510 and then to the behavioral targeting server 1535.The behavioral targeting server 1535 then uses the user-identificationnumber in the cookie to retrieve the particular user profile from theuser profile database 1520.

The behavioral targeting system may be implemented in either hardware orsoftware. For the software implementation, the behavioral targetingsystem is software that includes a plurality of computer executableinstructions for implementation on a general-purpose computer system.Prior to loading into a general-purpose computer system, the behavioraltargeting system software may reside as encoded information on acomputer readable medium, such as a magnetic floppy disk, magnetic tape,and compact disc read only memory (CD-ROM).

Although the present invention has been described in terms of specificexemplary embodiments, it will be appreciated that various modificationsand alterations might be made by those skilled in the art withoutdeparting from the spirit and scope of the invention.

1. A method for determining user behavior from online activity, saidmethod comprising: storing a model comprising a plurality of parametersfor determining a user score for a targeting objective; receiving, at anentity, event information from at least one event, wherein said eventcomprises on-line activity between said user and said entity; andgenerating at least one user interest score using said model and saidevent information to predict user propensity for success in saidtargeting objective.
 2. The method as set forth in claim 1, wherein saidtargeting objective comprises a marketing objective.
 3. The method asset forth in claim 2, wherein said marketing objective comprises brandawareness.
 4. The method as set forth in claim 2, wherein said marketingobjective comprises direct response advertising.
 5. The method as setforth in claim 4, wherein said direct response advertising marketingobjective comprises user acquisition.
 6. The method as set forth inclaim 4, wherein said direct response advertising marketing objectivecomprises user retention.
 7. The method as set forth in claim 4, whereinsaid direct response advertising marketing objective comprisesengagement.
 8. The method as set forth in claim 4, wherein said directresponse advertising marketing objective comprises monetization.
 9. Asystem for determining user behavior from online activity, said systemcomprising: storage for storing a model comprising a plurality ofparameters for determining a user score for a targeting objective; andat least one server, coupled to said storage, for receiving eventinformation from at least one event, wherein said event compriseson-line activity between said user and said entity, and for generatingat least one user interest score using said model and said eventinformation to predict user propensity for success in said targetingobjective.
 10. The system as set forth in claim 9, wherein saidtargeting objective comprises a marketing objective.
 11. The system asset forth in claim 10, wherein said marketing objective comprises brandawareness.
 12. The system as set forth in claim 10, wherein saidmarketing objective comprises direct response advertising.
 13. Thesystem as set forth in claim 12, wherein said direct responseadvertising marketing objective comprises user acquisition.
 14. Thesystem as set forth in claim 12, wherein said direct responseadvertising marketing objective comprises user retention.
 15. The systemas set forth in claim 12, wherein said direct response advertisingmarketing objective comprises engagement.
 16. The system as set forth inclaim 12, wherein said direct response advertising marketing objectivecomprises monetization.
 17. A computer readable medium comprising a setof instructions which, when executed by a computer, cause the computerto perform user behavior from online activity, said instructions for:storing a model comprising a plurality of parameters for determining auser score for a targeting objective; receiving, at an entity, eventinformation from at least one event, wherein said event compriseson-line activity between said user and said entity; and generating atleast one user interest score using said model and said eventinformation to predict user propensity for success in said targetingobjective.
 18. The computer readable medium as set forth in claim 17,wherein said targeting objective comprises a marketing objective. 19.The computer readable medium as set forth in claim 13, wherein saidmarketing objective comprises brand awareness.
 20. The computer readablemedium as set forth in claim 13, wherein said marketing objectivecomprises direct response advertising.
 21. A method for determining userinterests from online activity, said method comprising: receiving, at anentity, event information from at least one event, wherein said eventcomprises on-line activity between said user and said entity; selectingat least one targeting objective; and generating at least one userinterest score to predict user propensity for success in said targetingobjective.
 22. The method as set forth in claim 21, wherein: selectingat least one targeting objective from a plurality of targetingobjectives comprises: storing a plurality of models at an entity,wherein a model defines a plurality of parameters for a targetingobjective; selecting a model that corresponds to said marketingobjective; and generating at least one user interest score by applyingsaid parameters from said model selected to said user event information.